The Effect Of Consumption Order On The Trend Of Clothing Brand

In 2012, China's clothing retailing was not optimistic, and the major brands slowed down the opening rate and lowered the expected growth.

"Chinese garment enterprises urgently need to consider the traditional ones. consumption pattern The contradiction between the new consumption pattern and the new consumption pattern. Wang Pu, founder and chief expert of Beida management consulting group, judged.

　　 Consumption order Changing

The new consumption logic is no longer a simple commodity transaction, but how to get more from consumption. Value added 。 Consumers refuse to undertake without reason. brand The pressure of rising costs is passed, so the abacus of brand price rises will end up at a discount.

"What consumers like now is changeable. They like luxury brands and fancy clothes. At this time, enterprises need to create clothes that represent the consumers' image and build the basic quality that consumers need. Zhou Yan, general manager of Dalian Si fan Clothing Co., Ltd., said that now for clothing brands, we must always follow the cognitive changes of consumers.

Wang Pu believes that in 2011, consumers' changes in the clothing consumption order were manifested in several contradictory events: the sharp lifting of the tag price and the four discount sale of gunpowder; Taobao and other electric providers have begun to break the trend of "making the festival" and the collapse of a large number of group buying websites; and the reflection and criticism of the luxury brand in the mainland of China and the "Jocie Guo's" consumption of "showing off the rich".

"You will find that this year, the fast fashion brand that has opened the fast selling mode of China's clothing market has repeatedly burst out of the" quality gate ". This year, the rapidly rising fan and Lining experienced a bottleneck after experiencing the shock of top management. This year, the Department Store tycoon Taiping Department store closed two stores in Beijing, making the contradiction between the traditional retail mode and the new consumption relationship surfaced. Wang Pu said.

In the next ten years: the era of consumer collapse, Matsuda Kuchi's tendency towards the "consumption weary" of the Japanese bubble economy has become a portrayal of the changes in the consumption order that many Chinese garment enterprises are now facing. The so-called hate consumption is high income and low consumption. In the highly developed Japan, after the recession, it spared no effort in stimulating consumption, but consumption continued to slump.

"We are very concerned about this. Hate consumption is changing the pattern and demand of consumers." In the "2012 China Fashion Forum", Matsuda Kuchi believes that the role of fashion and display two powerful psychological mechanisms to promote consumption is beginning to fade after the 80 generation generation is tired of consumption. They grew up and matured in the era of open and interactive Internet, and witnessed the dazzling fashion rapidly falling into a bright future in the multi variety, small batch quick sale mode, and constantly staged retro and regression. After entering the workplace, they began to find their place in the broader living space, and continuously realized the value realization. The luxury consumption realized by installment payment no longer has the brilliance of showing off.

"The new consumption logic is no longer a simple commodity transaction, but how to get more added value from consumption. Consumers refused to justification for shifting the pressure of rising brand costs, so the abacus of brand price increases ended in discounts. In short, the new generation of consumer groups have begun to exert their strength, they are stripping the shell on the surface of the brand, exploring the true meaning and value of consumption. Wang Pu thinks.

　　 Single brand or multi brand?

Today's clothing market, Single brand It is difficult to sustain the growth of garment enterprises. Multi brand Has become a trend, and the independent development of new brands and acquisition brand has become the two magic weapon of domestic garment enterprises.

"After a brand achieves 2 billion yuan, what is the next step to do is to continue to stick to a brand to continue to do, or to create more brands?" this is worth considering. Chen Yongbin, general manager of Zhengzhou leading fashion Co., Ltd.

Chen Yongbin's worries are not unreasonable. During the period of the Expo, "competitiveness increase potential reduction: the most competitive brand survey of Chinese clothing" shows that there are already some successful single brand brands in China's clothing industry, but there are still many deficiencies in brand competitiveness.

The first is the lack of popular discourse power. For example, if people want to buy a cashmere sweater, they will think of Ordos, but if people think of fashion taste, they will not choose a single brand. So a single category brand controls huge capital and market share in its single market, but it can not control popularity.

The second is the lack of cultural connotations. A single category brand can easily produce a contradiction: its products can easily become a functional product of some aspect. For example, when people think of Yalu down jacket, the first thing that comes to mind is winter warmth, not a culture, a style, or even an identity.

Finally, the seasonal sales of some single categories are obvious, which makes the stores not at all comfortable with these single category brands. Moreover, this embarrassing image of the store is also easy to mislead consumers and degrade the competitiveness of the brand, so we will see that many single brand brands begin to shift to multiple categories. For example, Bosideng began to extend to men's wear and women's wear. At the current fair, 4 brands including down garments, Bosteng men's clothing, Rui Qi women's clothing and ice down feather clothing were displayed. Gao Dekang, chairman of Bosideng group, said: "the strategic planning of Bosideng group is diversification, four seasons and internationalization. Among them, ice cream is the pioneer of diversification and four seasons.

However, due to the simplification of operation over the years, the success of the transformation of single category clothing remains to be tested by the market. Chen Yongbin said that the solution of these problems depended on the reconsideration of clothing enterprises from their own positioning and brand development. "In the fourth quarter of 2011, the decline in sales of Chinese garment enterprises and the challenges of the first quarter of 2012 made all clothing brands have to think about the problem of brand positioning and explain what kind of consumers the brand should serve. China has such a large consumption base, but there has not been a consumption of 100 billion yuan such as ZARA and LV. This is a question we need to consider from the perspective of positioning and brand development.

Because Deng consulting, a fashion marketing expert, believes that multi brand is the only way for garment enterprises to develop and resist brand competitiveness. "10 billion yuan may be a limit. Business needs to be bigger and brand is needed. The business limit of a single brand is much smaller."

As Deng Bo said, for domestic clothing enterprises, single brand or multi brand. Run There have always been representative enterprises. The extension of textile and clothing is based on such a background: the mass market has become more and more composed of many small groups, and consumers' likes and dislikes are stronger than ever. Therefore, multi category, multi brand strategy is just to adapt to the new market's momentum. Through the extension of multi category and multi brand, enterprises can make breakthroughs and find new growth space.

Now the clothing market, single brand has been difficult to support the growth of garment enterprises, many brands have become the trend, and the independent development of new brands and acquisition brand has become the two magic weapon of domestic clothing enterprises. For example, since 2008, YOUNGOR has bought us Centennial brand HSM for 120 million US dollars, and has launched GY, MAYOR and other independent brands. {page_break}

　　 Men's clothing: large-scale production faces the challenge of personalized consumption

In the field of Chinese clothing, men's clothing entrepreneurs belong to a group of people who get rich first. Among them are YOUNGOR Li Rucheng, Shanshan Zheng Yonggang, seven wolf Zhou Shaoxiong, happy bird Wu Zhize and Metersbonwe Zhou Chengjian. Some people attributed this to men's clothing, which is more suitable for large-scale production, little change in style, relatively small risk and low men's fashion, resulting in relatively high brand loyalty.

However, because of this large-scale consumption has promoted the birth of mass production mode, and one of the inevitable results of mass production is that products win by quantity and homogenization is serious. Slowly, these strong men's clothing enterprises in the large-scale market demand, made men's fashion into a big road, and their consumption layer began to slide to the larger and middle of the crowd in Pyramid.

At this time, some men's clothing enterprises seem to see the upward hope, with sunshine, Hai Lan group and Ruyi as their representatives. They have followed the Zegna model and launched their own high-end men's clothing brand. However, the real influence in the Chinese market is only the "Hai Lan home".

Although China's men's wear brands are on the high end market, they are a result that has already been predicted by the industry, but the result is still somewhat frustrating for men's entrepreneurs.

With the movement of "adjusting the structure" in the country becoming bigger and bigger, leading enterprises that have separated from their main businesses have begun to return in large numbers. But now they are facing a new consumption pattern called "personalized consumption and customization", and the new consumption mode will undoubtedly start another round of subversive activities.

　　 Women's clothing is becoming the new favorite of capital.

Because of the diversity of women's clothing consumption, they entered the era of individuation earlier than men's clothing. After many years of personalized consumption market experience, the Chinese women's clothing brand has now arrived at a time of great accumulation, and its aftereffect is even greater than that of men's clothing in a certain extent.

It is reported that several women's clothing brands have been selected by international luxury magnates. They have become or are becoming alternative brands of luxury goods market for ordinary consumers, such as Mass Phil and European times. They are known as the rudiments of China's popular luxury brands. In addition, from the strategic cooperation between Shenzhen's "grace" and Carlyle investment group (the Carlyle Asia Growth Fund has injected 150 million yuan into Shenzhen Ellassay Apparel Industrial Co), women's clothing has become the new favorite of capital.

Compared with men's clothing companies, the Chinese women's clothing shows two totally different attitudes towards listing: one is expansion type, such as long posture; the other is prudent and heavy duty, such as white-collar. At the beginning, the women's wear of the two camps could not interfere with each other. However, since she became China's first women's clothing listed company, the strength of the two camps has begun to differ greatly.

Despite the rationalism of Lang Xianping and other economists, it is recommended that Chinese women's clothing be carefully listed. Despite the insistence of Miao Hongbing, a white collar president, alone in tall buildings, "capital can also destroy a high-end brand", however, the pattern of Chinese women's clothing has been rewritten by the power of capital, but it is still 3 or 5 years before the new pattern is established.

　　 Casual wear: the brand is already in a state of collective weakness.

At present, China's casual wear has been increasingly subdivided: from sports and leisure to outdoor recreation, from life to leisure to business and leisure, each area has its representative brand, such as sports and leisure, represented by Lining, living and leisure represented by Metersbonwe. But if the representative of Chinese casual wear is not Fujian, the representative of Fujian is no more than seven wolves.

It is the casual wear that set off the most contention among the stores in China's clothing industry: the spokesperson, the most of CCTV advertising. The activity index is far from other clothing categories. Now, some of them are listed companies. They have boards, CEO, and all kinds of think tanks. They also have various styles and sub brands suitable for all kinds of consumer groups. However, the risk is not far away from them.

Some experts believe that after experiencing a period of rapid growth, Chinese casual wear brands have entered the inventory examination, talent examination and strategic examination stage. This can be seen from the bankruptcy of "alien", "Lining" appeared in the top management concussion, and Metersbonwe's inventory crisis. Obviously, the Chinese casual wear brand is not facing individual risk, but from the crisis at the collective level. {page_break}

　　 Designer brand: the golden key to open the door of high end

Chinese clothing competitiveness survey shows that the first generation of Chinese fashion designer brands has appeared. luxury brand Embryonic form. Among them, the most representative ones are "Shanghai" and "up and down".

"Shanghai" is a designer brand from Hongkong. Later, it was seen by the international luxury group, and became the third most profitable brand of the group. Now the "upper and lower" brand has a direct lineage of Hermes, but there is also a mysterious figure Chiang Qiong. In the most valuable luxury list recently released by the World Luxury Association, "top down" is one of them.

Although the two brands now have the characteristics of "mixed blood", the consensus reached at home and abroad is that "Shanghai" and "up and down" are all Chinese local luxury brands.

However, there are two trends in China's designer brand: one is the international designer brand, such as givin, whose brand founder and design director Xie Feng has a prominent background of returnees, and has led givin to Paris fashion week several times. The other is designer brand with Chinese element labels. Apart from the "Shanghai", "up and down" and "NE TIGER" brand names, exceptions, Liang Zi and Yi Hui Hui are also interpreting "Chinese culture" in their own way.

Will the two tendencies represent two directions? This is a fashion code waiting for Chinese fashion designers to crack. Some experts believe that the determinants of this password may not be in the cultural field, but in the economic field.

　　 Single category brand: exclusive strategy to win

Single category brand refers to those brands that produce a single product. Such as Bosideng down jacket, Heng Yuan Xiang woolen sweater, Chuang-tzu leather clothing, love underwear and so on. They are leading brands in various fields, and in their single market, they have huge capital and market share. These leading brands have formed scale effects in many years of market competition, and can control some key points of the industrial chain and value chain, so as to balance competition and monopoly.

Analysis of the single category brand strategy in China's clothing industry is largely a strategy of specialization. It is precisely this strategy that makes the operation of enterprises superior to those in industrial competition.